Amazon has unveiled a new suite of multichannel selling tools that enables merchants to manage sales across Amazon, eBay, Shopify, TikTok Shop and Walmart from a single interface.

The retailer said the new tool, called Seller Central, is designed to simplify operations for businesses selling across multiple marketplaces by bringing together listings, orders, fulfilment and profitability analytics in one platform, which reduces the need to switch between different dashboards and workflows.

According to Amazon, more than 95 per cent of independent sellers on its marketplace already sell through multiple channels. Amazon said the new tools will enable merchants to manage their wider ecommerce operations rather than just their Amazon business.

Initially rolling out to US sellers at no additional cost, the platform allows retailers to connect external marketplace accounts, import and link product listings, monitor orders across channels and fulfil purchases from a single interface. Amazon said support for additional sales channels and capabilities will be added over the coming months.

The launch also expands Amazon's use of AI for sellers. The retailer said its AI-powered listing tools can automatically generate and optimise product titles and descriptions, then adapt that content to meet the formatting requirements of different marketplaces.

Amazon added that sellers will be able to update product information once in Seller Central, with changes automatically reflected across connected sales channels.

The company is also introducing a unified order management system, allowing retailers to view and process orders from multiple marketplaces in one place. Businesses using Amazon's fulfilment network will be able to dispatch off-Amazon orders through the same workflow, with tracking information automatically shared back to external marketplaces.

Alongside operational tools, Amazon has added cross-channel profitability reporting, enabling merchants to compare sales, advertising spend and performance data across connected marketplaces without manually consolidating reports.

Mary Beth Westmoreland, vice president of worldwide selling partner experience at Amazon, said: “Small businesses and independent sellers have more choices than ever when it comes to where they sell their products. We hear it from them every day: they're expanding to new regions, innovating new products and reaching more customers.

“We want them to be successful no matter where they sell. That's why we're focused on supporting their entire business, not just their Amazon business.”

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